Buying a new car should be one of life’s most exhilarating buying experiences. Anything that stops this being the case will loose sales. On the other hand anything that enhances the buying experience will not only close the sale but give the buyer something special to enjoy and tell their friends about.
I was thinking about buying a new car
So, we went into the Mercedes garage casually looking at cars and the Sales Manager started talking to us and asked if we would like a drink because it was a hot day. No selling. We started talking about cars, not him. He introduced us to one of his sales team who was wearing a tee shirt not an intimidating suit and tie. Without referring to anyone (no closed door meetings with the sales manager ) the salesman, acted more like a product expert and independent advisor. He closed the sale.
Collecting your (or any other product) should be special
When we went back later to collect the car the salesman did not say “It’s out the front” or “I’ll bring it round” as I’d experienced with every new car purchase that I’ve ever made. He said “are you ready to see your new car?” When I said yes he led me to the middle of the showroom and four people carefully took off the black cover from my new car. I then drove the car out of the showroom. Pure theatre, but wonderful. (No I was not buying a high end model.)
Why can’t all car dealers do this and even more to the point why can’t we all do more to enhance the buying and collection experience of our customers no matter what we sell?